Visual Communication (FSI-YVC-A)

Academic year 2021/2022
Supervisor: doc. Ing. arch. Jan Rajlich  
Supervising institute: ÚK all courses guaranted by this institute
Teaching language: English
Aims of the course unit:
Graduates will understand the history, theory and techniques of visual communication design, and practical challenges of working with typeface, symbol, color and composition in designing visual communications.
Learning outcomes and competences:
- Orientation in the history and theory of visual communications design
- Ability to apply design of visual communications in the field of corporate design (unified visual style)
- Visual communications design applications in business service graphics (corporate printed materials, stationery, forms, etc.)
- Visual communications design in information, orientation, and operational graphics, ie. especially in connection with industrial design
Prerequisites:
Drawing skills, pencil and pen drawing, stylization, perspective.
Knowledge of art composition and theory and practice of working with colors.
Basic knowledge of the theory and practical use of Latin (Roman) type in typography.
Knowledge of graphic programs (CorelDraw, Adobe Illustrator, Adobe Indesign, etc.).
Course contents:
1. In lectures and workshops, the student will gain an orientation in the theory and practice of visual communication design and will acquire basic skills in creating visual communication.
2. Emphasis is placed on the analytical processing of assignments, on independence and a creative approach to solving tasks and on the design qualities of project and task processing.
3. The course in the study program complements the main 3D workshops of industrial design with the 2D design, ie work with type, symbol and image, which is an integral part of a comprehensive portfolio of industrial designers.
Teaching methods and criteria:
The course is taught in the form of lectures, which have the character of an explanation of the basic principles and theory of visual communications.
Workshops are focused on the application of acquired knowledge and skills, especially in the creation of corporate design.
Assesment methods and criteria linked to learning outcomes:
Acquiring credit is conditioned by attendance at lectures, attending the required consultations, submission of all given tasks and projects in the whole range of assignment in sufficient quality of elaboration and oral defense of projects and tasks (max. 80 points, min. 40 points).
The form of the exam is written (max. 20 points, min. 10 points).
To successfully complete the course, it is necessary to obtain at least half of the maximum number of points in both parts (40+10).
The course is evaluated with the ECTS Evaluation Degrees.
Controlled participation in lessons:
Lectures: participation is recommended and controlled by the teacher.
Exercises (studios): participation is mandatory and controlled by the teacher
Type of course unit:
    Lecture  13 × 1 hrs. optionally                  
    Studio work   13 × 3 hrs. compulsory                  
Course curriculum:
    Lecture - Introduction to visual communications and to the design of visual communications (DVC) – basic terms, graphic design and the DVC, fields of the DVC, role and meaning of the DVC).
- Typeface and typography – overview of the development of visual communication and typeface, terminology, categories of Latin typefaces, typeface in the DVC, typography.
- Symbol, logotype and a trademark – history of symbol, terminology, creation of symbol, law aspects, applied semiology.
- Corporate identity programme – history, the CIP in a corporation and in advertising, the creation of CIP and its use, design manual, advertising campaign.
- Publicity design – history, means of publicity design: poster, leaflet, watermark, prospectus, advertisement, catalogue, publicity design in architecture – neon, big sized advertising, signmaking, etc.
- Fields of the DVC in industry and environment – operational graphics, information design and orientation graphics, service graphics, packaging and exhibition graphics.
- A brief survey of the DVC in the 19th and the 20th centuries – epochs, styles, schools, personalities.
    Studio work - The main project of the semester of the DVC, e.g. “Corporate Identity Programme” in two parts.
Example No. 1: “The CIP of an event: trade fair, exhibition, conference, workshop, competition, etc.” 1st part – symbol, colours, typeface choice. 2nd part – the CIP application: poster size A1, tickets, invitation card, programme, web presentation etc.
Example No. 2: “The CIP of a firm.” The 1st part – trademark, corporate colours, corporate typeface (written analysis of the topics of the assigned project, documentation on similar topics, draft drawings and sketches of the 1st part, alternative designs, final design, accompanying report). The 2nd part – the CIP application: service graphics, cars, web design etc. including the concept of the design manual lay-out. Working on the 2nd part (the complete semester project including all the attachments: written and pictorial analysis, written accompanying report, sketches, alternative designs, drawings of final designs, design manual, digital archive)
- Additional (short-term) tasks during the semester – two to three assignments in the field of DVC in the range of 3-4 weeks, designed and completed along with the main semester task. (Examples: New Year's card, programme, poster, advertisement, operating instructions manual, calendar, product label, product controllers, website, etc.
- Oral defense of the DVC workshop work.
Literature - fundamental:
1. MEGGS, Philip B. a Alston W. PURVIS. Meggs' history of graphic design. 5th ed. Hoboken: John Wiley, 2012, 603 s. ISBN 978-0-470-16873-8.
2. BRINGHURST, Robert. The elements of typographic style. 3rd ed. Point Roberts: Hartley & Marks, 2004, 382 s. ISBN 0-88179-206-3.
3. RENDGEN, Sandra, WIEDEMANN, Julius. Information graphics. Taschen, 2012, 480 s., ISBN 978-3-8365-2879-5.
Literature - recommended:
3. MÜLLER-BROCKMANN, Josef. Grid systems in graphic design: a visual communication manual for graphic designers, typographers and three dimensional designers = Rastersysteme für die visuelle Gestaltung. 8th ed. Zürich: Niggli, 2012, 176 s. ISBN 978-3-7212-0145-1.
4. DREYFUSS, H.: Symbol Sourcebook: An Authoritative Guide to International Graphic Symbols. Wiley, 1984, 288 s. ISBN 0471288721
5. FIELL, Charlotte a Peter. Graphic Design for the 21st Century. Köln: Taschen, 2003, 640 s., ISBN 3-8228-1605-1.
The study programmes with the given course:
Programme Study form Branch Spec. Final classification   Course-unit credits     Obligation     Level     Year     Semester  
N-ENG-Z visiting student --- no specialisation -- Cr,Ex 4 Recommended course 2 1 W
N-ENG-Z visiting student --- no specialisation -- Cr,Ex 4 Recommended course 2 2 W
M2A-P full-time study M-PDS Industrial Design -- Cr,Ex 4 Compulsory 2 1 W
N-PDS-P full-time study --- no specialisation -- Cr,Ex 4 Compulsory 2 1 W